George Barnsdale & Sons is a one of the UK’s leading manufacturers of premium timber windows and doors. The company has a huge reputation for quality, working on high-profile projects such as Earls Court tube station and the new Lancasters development in London. The Lancasters transformed nearly 200 cubic metres of redwood, 2,500 square metres of glass and 3,000 litres of paint into 865 high performance, replica sliding sash windows, balcony doors and sliding doors.
POP was commissioned to design and build a new website to communicate the values and heritage of the 128 year-old company, whilst also highlighting its position as a firm that invests seriously in R&D and technological advancement. The website also contains high-profile case studies, demonstrating the scale of the company’s success, and a growing number of technical articles; sharing cutting-edge research, design and production processes.
Designed to succeed
GB&S needed to revise the website to improve the quality of presentation, inline with other marketing improvements. It also needed a CMS that made updating the new website simple and efficient. One of the challenges was that the website, though dated, was performing well in terms of search engine rankings and lead generation.
POP needed to:
- Build a better quality website inline with modern build techniques such as HTML5 and CSS3
- Integrate a CMS to allow self-management and provide training for the in-house marketing department
- Replace the existing website without losing rankings
- Ensure that upcoming Google algorithm changes didn’t have a negative impact on the website
Prior to the build extensive keyword research was carried out, as well as an analysis of the outgoing website. The existing keyphrases that the website ranked well for were re-mapped to the new website structure, together with the additional phrases from the new research.
POP built a completely new website with an entirely fresh HTML5/CSS3 codebase. This was integrated into the platform that the marketing team where already most familiar with, WordPress.
On release the website didn’t lose its rankings. It continued to gain extra traffic and enquiries from the additional rankings gained from the implementation of the research. The marketing team have access to several measures of the website’s success including on-going reporting of Google Analytics goals such as enquiry form submissions and brochure downloads.
The increase in enquiries (not visits) through the website has been over 1,002%.